To study the impact of online information on online booking is an important issue in hotel marketing and customer management. Based on 190 star hotels and budget hotels in Xi'an, with Ctrip online information, this paper analyzes the impact of hotel features information, booking platform information and consumer information on star hotels and budget hotels online booking through the multiple linear regression model. The results show that the hotel price and reservation platform rating have a significant impact on the two types of hotels; the location, facilities and services in the consumer comment information have a significant impact on the star hotel, but no significant effect on the budget hotel; no recommend rate is the most significant element in the 7 elements affecting the two types of hotels. Based on this, this paper provides relevant recommendations for hotel marketing and consumer management of the two type of hotels from communication and cooperation with hotel booking platform, service promotion and customer classification management and other aspects.%在线信息对网上预订的影响研究是酒店市场营销和顾客管理的重要问题.文章以西安市190家星级酒店和经济型酒店为研究样本,利用携程网在线信息,通过多元线性回归模型,分析酒店特征信息、预订平台信息和消费者点评信息对星级酒店和经济型酒店网上预订的影响.研究结果表明:酒店价格和预订平台评级对两大类型酒店均产生显著影响;消费者评论信息中的位置、设施和服务对星级酒店影响显著,对经济型酒店无明显影响;不推荐率是7要素中对两类酒店影响最为显著的要素.基于此,文章从酒店与预订平台沟通合作、服务提升和顾客分类管理等方面为酒店营销管理和预订平台消费者管理提供相关建议.
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